How jameszol started their logo design journey

Company name

Overview

Your business in one sentence?
We secure families by providing information, tips and product suggestions for all types of security: home, car, personal, identity, credit, insurance, etc.

Your business in two words?
Total security.

Your business in one word?
Security

How did you start the company?
I have been in/out of the home security industry as a tech since 2001. In 2002 I was robbed twice and in 2007 one of my credit card numbers was randomly stolen and plenty of cash was stolen from my business account at that time for a total of 3 robberies where I lost thousands on top of thousands of dollars. Maybe I'm a little fanatical about all types of security now because of those experiences, but that is what drove me to start the website...drove me to want to educate and help people find the right products, information and advice for all things security.

If your company/brand was a person who would it be?
Warren Buffet...trusted voice in the industry, willing to share knowledge, smart, sophisticated but down to earth, wealthy, wise, casual.

If your company/brand was an object what would it be?
A Rolex watch.

If your company/brand was an animal which one would it be?
Lion.

What do your wear to work?
Jeans/t-shirt

Tell us a bit about who you are and the people you reach

Who is your customer?
Families and/or Homeowners

If your customer was a cartoon character who would it be?
Woody - Toy Story

Who else is in your audience?
There is a very influential secondary audience that we need to cater to: the social media crowd. The social media crowd are typically techy, genius, smart people who love to share things that aren't overly business-like/commercialized. This audience devours and shares information and they have a very low tolerance for ads, commercial intent, etc.

How does the market see your company today?
I think visitors see http://www.FamilyHomeSecurity.com as an up-to-date website with good information but limited exposure. Maybe a little too web 2.0'ish given the subject matter.

What aspect of your image needs improvement?
Need to appear more mature in the industry.

How do you want your image to be seen in 2 years?
When people visit 2 years from now, they will know that FamilyHomeSecurity.com is trusted and has the latest and greatest security technology, news and information.

Requirements

The logo will be used extensively in corporate branding and in my upcoming online store. I plan to use social media to promote my site, so the logo should be something that blends in well with all of the above info.

The logo should convey: down to earth, laid back, trustworthy, technical, wisdom, family, high quality

The logo should be suitable to light and dark backgrounds, and can be abstract/symbolic

I would prefer a logo that is clean, simple and easy to remember/identify with

This should be an entirely new concept/design compared to what is already existing at http://www.familyhomesecurity.com, please do not use any of the existing motif/design from the site.

Final files should be in vector based formats (.ai etc) & .psd

I will be more than happy to provide extra feedback along the design process and I am willing to look at concept sketch submissions before the final design is produced & submitted